The New Destination Priority for Travelers: Digital Connectivity

by Mia Taylor
Last updated: 4:20 PM ET, Wed January 14, 2026

What are your priorities when selecting a destination to visit? Is it the food? Or culture? Perhaps it's the recreation opportunities available or the ability to connect with locals?

For a growing number of globetrotters it seems none of these things are the top priority. Instead, choosing a destination is all about maintaining Wi-Fi access. (So much for unplugged vacations)

New research from eSim provider Holafly reveals that while culture and food still lead (motivating 73 percent of travelers), a significant and growing number of globetrotters are now prioritizing connectivity as an essential part of the overall travel experience.

In other words, travelers are no longer just looking for a getaway; they are curating a travel lifestyle where leisure, work, and digital access can blend seamlessly, according to the report.

The same study also identified two different types of emerging travelers.

The first is what the report authors dubbed "Deliberate Traveler" (a Holafly-defined persona). This new archetype is a traveler who considers strong digital access a key factor in choosing where to go.

Holafly’s data indicates that nearly 29% of travelers represent this new type of traveler. What’s more, that number jumps significantly for younger demographics, who view the internet as a "lifeline" and not a luxury.

The second style of traveler is the Bleisure Boom traveler. This encompasses travelers who actively seek destinations where they can easily combine work and leisure, thus dissolving the boundaries between "vacation" and “routine.” About 26 percent of respondents (1 in 4) fit this new style of traveler.

The same report also reveals something of a generational divide. It seems for those under 35, reliable digital infrastructure is a higher priority than traditional comforts like weather or safety.

Smart phone taking a photo of the Eiffel Tower to post on social media.

Regional insights

While not entirely surprising, it seems remaining constantly connected, even when you’re on vacation, is not a priority for everyone around the world. The demand for constant connectivity varies significantly by region.

North America: Stands out for valuing Wi-Fi and work-leisure balance more than any other group in the world, with 18.1 million American digital nomads (a 147% increase since 2019) leading the charge.
Europe: Culture and gastronomy remain the top hooks, with cultural heritage taking precedence over novelty.
Latin America: Travelers here place the highest emphasis on blending affordability with digital practicality.
Asia & Oceania: Nature and personal growth are the primary drivers, reflecting an appetite for transformative exploration.